Privacy
Privacy Policy
Last updated: November 3, 2026
Darkhorse Emergency Corp. (“Darkhorse,” “we,” “us”) builds decision analytics for fire and emergency services. This policy explains what information we collect when you visit darkhorseemergency.com, fill in one of our forms, open our emails, attend our webinars or talk with our team, and how we use and protect it.
The Darkhorse platform at darkhorse.app has its own privacy policy, published in our Trust Center at trust.darkhorseemergency.com. Data that a customer agency puts into the platform is governed by that policy and by the agency’s agreement with us.
Google user data. Darkhorse Emergency’s internal reporting tool, DhE Revenue Intelligence, connects to Google Ads through Google’s OAuth authorization and only reads data from our own advertising account: campaign structure, performance and keyword planning data (for example spend, impressions, clicks, conversions, search volumes and cost-per-click estimates). The data is used only to report on and plan Darkhorse Emergency’s own advertising. It is stored in our private data warehouse, accessible only to Darkhorse Emergency staff, and is not sold, shared with third parties, or used for advertising to individuals. Access can be revoked at any time from the Google account’s security settings, and stored data is deleted on request to privacy@darkhorseemergency.com. DhE Revenue Intelligence’s use and transfer to any other app of information received from Google APIs will adhere to Google API Services User Data Policy, including the Limited Use requirements.
The short version
We collect what you type into our forms, plus information about how you use our website.
We use it to answer your request, send you resources you asked for, understand which content helps fire service leaders, and measure our marketing.
Our website uses cookies and similar tools from Google, Meta, LinkedIn, HubSpot, Segment and ZoomInfo. Some of these help us recognize the organization a visit comes from, and some help us show our ads to people who have visited our site.
We do not sell your personal information for money.
You can unsubscribe from our emails at any time, control cookies in your browser, and ask us to see, correct or delete your information by writing to privacy@darkhorseemergency.com.
1. Information you give us
Forms on our website. Our forms are built with HubSpot. Depending on the form, we ask for:
your first and last name, work email address, phone number (optional) and job title or role;
your organization (usually your fire department or agency) and how many stations it has;
details about your request, such as the products or consulting services you are interested in, where your department is in the CPSE accreditation process, or a message to our team.
We use these forms to book demos, answer enquiries, deliver downloadable resources such as our Station Planning Guide and benchmarking report, and register you for webinars. Our website asks for a work email address and rejects common personal email domains on some forms.
Our video library. To watch recorded webinars, you enter your name, work email, fire department and role once. We save these details in your browser so the rest of the library unlocks, and we send them to HubSpot each time you start a gated video so we know which recordings you watched.
Meeting bookings. When you book time with our team, the HubSpot meeting scheduler collects your name, email address and the time you chose, and adds the meeting to our Google Workspace calendar.
Webinars. When you register for a live webinar, HubSpot passes your registration to Zoom, which sends your join link and records your attendance.
Job applications. Our careers page lists openings through Greenhouse. When you apply, Greenhouse collects your application, résumé and any answers you provide. We use this information only to assess your application.
Email, phone and in-person conversations. When you write to us, call us, meet us at a conference or work with us on a proposal, we keep a record of the conversation and your contact details in our CRM.
2. Information we add to your form
Fire department lookup. When you start typing your organization’s name into a form, our website sends what you have typed to our own lookup service, hosted on Amazon Web Services in the United States. It returns matching departments from public fire department registries. When you pick one, the form fills in hidden fields with that department’s state or province, fire department ID number, department type, number of stations and number of career firefighters. This information describes your department.
Visit source. Each form also carries hidden fields that record how you found us, such as the campaign link or website that referred you (see Section 4).
3. Information collected automatically
When you visit our website, we and our service providers automatically collect:
Device and browser information: browser type, operating system, screen size, language and a randomly generated identifier stored in your browser.
Network information: your IP address and the approximate location it implies (country, region or city).
Activity on our site: the pages you view, the time you spend, how far you scroll, the links and buttons you click, the videos you play, and whether you submit a form.
How you arrived: the referring website, search engine or social network, and any campaign tags in the link you followed (known as UTM parameters).
Email engagement: whether you opened our emails and which links you clicked.
4. How we connect this information
We want to be specific about how our tools link browsing activity to people and organizations.
First and last touch. When you arrive from a campaign link, search engine, social network or another website, a script on our site saves that source in your browser’s local storage. It keeps the first source that ever brought you to us and the most recent one, along with the page you landed on and the time. It also keeps a list of the last ten pages you viewed in the current visit. When you submit a form, these details travel with it so we can tell which campaigns and content lead to conversations.
Anonymous visitor ID. Segment, our customer data platform, assigns your browser a random identifier and records your page views and key clicks against it.
Linking your identity. When you submit a form, we link your email address, name and organization to that identifier. From then on, and for earlier visits from the same browser, your activity on our site is associated with your contact record in HubSpot. We also remember your email address in your browser so later visits are recognized.
Email links. Some links in our emails contain your email address or a HubSpot message ID. When you follow one, our site recognizes you and records which email you came from.
Identifying organizations. Segment and ZoomInfo compare the IP address of a visit with business databases to estimate which organization it comes from, for example a particular fire department or city. We use this to understand which agencies are researching our products and to prioritize outreach. These lookups identify organizations; they do not tell us your name unless you have already given it to us. ZoomInfo also uses the information it collects through our site in its own business-contact database under its own privacy policy.
Pre-filled forms. If you have filled in one of our forms before, HubSpot may pre-fill some fields with the details you gave us last time.
5. How we use your information
We use the information described above to:
respond to your enquiry, schedule demos and meetings, and provide the resources and webinars you request;
send you newsletters, event invitations and other updates about our products and services, which you can unsubscribe from at any time;
follow up with you, or with your organization, when your activity suggests our products or consulting services could help;
understand which pages, articles, videos and campaigns are useful, and improve our website and content;
measure the performance of our advertising and decide where to spend our marketing budget;
show our ads to people who have visited our website, and to similar audiences, on Google, LinkedIn and Meta;
assess job applications;
keep our website and systems secure, prevent spam and abuse, and meet our legal obligations.
We do not use your information to make automated decisions that have legal or similarly significant effects on you.
6. Advertising and remarketing
We use advertising tags from Google Ads, the LinkedIn Insight Tag and the Meta Pixel, and HubSpot’s ads tracking. These tags tell the advertising platforms that your browser visited our site, which pages you viewed and whether you submitted a form. The platforms use this to measure our campaigns and to show our ads to you later on their networks. They may combine it with information they already hold about you if you have an account with them.
When you fill in a lead form inside a LinkedIn or Meta ad, the platform sends the details you entered to our HubSpot account.
You can limit ad personalization in your Google, LinkedIn and Meta account settings, and through the industry opt-out tools at optout.aboutads.info and youradchoices.ca.
7. Who we share information with
We share information with the service providers below, which process it on our behalf to run our website, sales, marketing and operations. We do not allow them to use it for their own purposes, except where we note otherwise. Most are based in the United States, so your information may be stored and processed there.
Framer: Hosts our website and its content, and provides privacy-friendly page view statistics. Information: pages viewed, referrer, device type, IP address. Location: Netherlands; global hosting.
Google Tag Manager: Loads our analytics and advertising tags. Information: page and browser information. Location: United States.
Google Analytics (two properties, one fed directly and one through Segment): Website traffic and behaviour reports; Google signals is enabled on one property, which links activity across devices for people signed in to Google. Information: page views, events, device data, IP address, anonymous ID. Location: United States.
Google Ads: Ad conversion measurement and remarketing. Information: page views, form submissions, ad click IDs. Location: United States.
Google Fonts: Delivers website fonts. Information: IP address, browser. Location: United States.
Meta Pixel (Facebook and Instagram): Ad measurement and remarketing. Information: page views, browser identifiers, IP address. Location: United States.
LinkedIn Insight Tag and LinkedIn Lead Gen Forms: Ad measurement, remarketing and lead forms. Information: page views, browser identifiers, IP address, lead form answers. Location: United States and Ireland.
HubSpot: Our CRM: forms, contact records, email marketing, meeting scheduling, website activity tracking and ads tracking. Information: everything you submit through forms, email engagement, pages viewed, cookies. Location: United States.
Segment (Twilio): Customer data platform: connects visits, form submissions and email clicks to one profile, estimates the visiting organization from IP addresses, and sends data to Google Analytics, HubSpot and our internal tools. Information: anonymous ID, email, name, organization, page views, clicks, visit source, IP address. Location: United States.
ZoomInfo: Identifies the organizations visiting our website. Information: IP address, pages viewed, browser identifiers. Location: United States.
Amazon Web Services: Hosts our fire department lookup, data-sync services, scripts and internal tools. Information: text typed into the organization field, form identifiers. Location: United States and Canada.
Cloudflare (cdnjs): Delivers an icon library used on some pages. Information: IP address, browser. Location: Global.
YouTube: Plays embedded videos. Information: video plays, IP address, YouTube cookies once you press play. Location: United States.
Zoom: Hosts live webinars. Information: registration details, attendance. Location: United States.
Greenhouse: Job postings and applications. Information: application details and résumé. Location: United States.
Google Workspace: Email, calendars and documents. Information: correspondence, meeting details, proposals. Location: United States.
Slack and Notion: Internal communication, notes and alerts about enquiries. Information: contact details and notes about conversations. Location: United States.
Vitally: Customer success management for agencies that use our platform. Information: customer contact details and engagement. Location: United States.
Supermetrics and Vercel: Marketing reporting and internal dashboards. Information: aggregated campaign and website data, visiting organization names. Location: Finland / United States.
AI productivity tools under data processing agreements (Anthropic Claude, OpenAI ChatGPT, Cursor): Help our team draft and summarize content, analyze marketing data and build software. Information: content our team chooses to include, which may contain business contact details. Location: United States.
We may also disclose information:
to professional advisers, such as lawyers and accountants, under confidentiality obligations;
when the law requires it, or to protect the rights, property or safety of Darkhorse, our customers or others;
to a buyer or successor if we are involved in a merger, acquisition or sale of assets, in which case this policy will continue to apply to your information.
8. Cookies and browser storage
Cookies are small files a website stores in your browser. Our site also uses your browser’s local storage and session storage, which work in a similar way. Here is what our website sets today:
_ga, _ga_HYZ55MXS5V, _ga_ZMDZ0WKTSB (Google Analytics): Distinguish visitors and sessions. Lifetime: 400 days.
_gcl_au, _gcl_ls (Google Ads): Link ad clicks to conversions. Lifetime: 90 days.
_fbp (Meta): Identify the browser for ad measurement. Lifetime: 90 days.
li_adsId and LinkedIn cookies on linkedin.com (LinkedIn): Ad measurement and remarketing. Lifetime: up to 1 year.
hubspotutk, __hstc (HubSpot): Recognize returning visitors and link visits to contact records. Lifetime: 180 days.
__hssc, __hssrc (HubSpot): Track the current session. Lifetime: 30 minutes / session.
ajs_anonymous_id, ajs_user_id (Segment): Anonymous visitor ID, and your email address once you submit a form. Lifetime: 1 year (cookie); until cleared (local storage).
_zitok and zi* session storage (ZoomInfo): Identify the visiting organization. Lifetime: 1 year / session.
utm_*, first_utm_*, utm_landing_page, first_touch_timestamp, last_touch_timestamp, lastExternalReferrer (Darkhorse): Remember how you first and most recently found us. Lifetime: until you clear your browser storage.
dhe_known_email, dhe_last_cta (Darkhorse): Remember your email after you submit a form, and the last tracked button you clicked. Lifetime: until you clear your browser storage.
dhe_session_entry, dhe_page_trail (Darkhorse): Record how the current visit started and the last ten pages viewed. Lifetime: until you close the tab.
dhe.videoLibrary.identity (Darkhorse): Keep the video library unlocked after you enter your details. Lifetime: until you clear your browser storage.
YouTube cookies (Google): Play embedded videos and measure views. Lifetime: set once you press play.
Cookie lifetimes vary by browser. Framer’s page view statistics do not use cookies. The list changes as our tools change; we review it when we update this policy.
Your choices. You can block or delete cookies and clear site data in your browser settings, and use private browsing. Google offers a browser add-on that stops Google Analytics at tools.google.com/dlpage/gaoptout. Blocking cookies does not stop our forms from working, though fields will no longer pre-fill.
9. Selling and sharing
We do not sell personal information for money. The advertising tags described in Section 6 share browsing information with Google, LinkedIn and Meta so they can show our ads to you on other sites. Some laws, including California’s, call this “sharing” for cross-context behavioural advertising. You can opt out by writing to privacy@darkhorseemergency.com, by blocking third-party cookies in your browser, or through the opt-out tools listed in Section 6.
10. How long we keep information
CRM records (HubSpot): for as long as we have an active or potential business relationship with you or your organization. We review inactive records and delete those we no longer need. You can ask us to delete yours at any time.
Website analytics: according to each provider’s retention settings. Browser cookies expire on the schedule in Section 8.
Job applications: for up to two years after the role is filled, so we can consider you for similar roles, unless you ask us to delete your application sooner.
Information we must keep by law (for example, contracts and invoices): for the period the law requires.
11. Where your information is stored
Darkhorse is based in Edmonton, Alberta, Canada. Most of our service providers store and process information in the United States, and some in other countries. Information stored outside Canada is subject to the laws of that country, and authorities there may be able to access it. We choose providers that protect information to a standard comparable to Canadian privacy law and bind them to contractual safeguards. For written information about our policies and practices regarding service providers outside Canada, or to ask questions about them, contact the Privacy Officer (Section 18).
12. How we protect information
We protect information with encryption in transit, single sign-on and multi-factor authentication for our staff, role-based access to our systems, managed and monitored company devices, and security training. We monitor our security controls continuously through Vanta as part of our SOC 2 program. No system is perfectly secure, and we will notify you and the relevant authorities of a breach when the law requires it.
13. Your rights
Depending on where you live, you have the right to:
ask what personal information we hold about you and get a copy;
ask us to correct information that is inaccurate or incomplete;
ask us to delete your information;
withdraw your consent to marketing emails or to other processing that relies on consent;
object to or limit how we use your information, including opting out of targeted advertising;
complain to a privacy regulator.
Canada. We follow the Personal Information Protection and Electronic Documents Act (PIPEDA), Alberta’s Personal Information Protection Act and, for Quebec residents, the Act respecting the protection of personal information in the private sector. If you are not satisfied with our response, you can contact the Office of the Privacy Commissioner of Canada, the Office of the Information and Privacy Commissioner of Alberta or the Commission d’accès à l’information du Québec.
United States. Residents of states with consumer privacy laws, such as California, Colorado, Virginia and Texas, may have the rights listed above, including the right to opt out of targeted advertising. We will not treat you differently for exercising these rights. You may use an authorized agent to make a request on your behalf.
European Union and United Kingdom. We process your information on the basis of our legitimate interest in marketing to and supporting public-safety organizations, your consent where we ask for it, and the steps needed to respond to your request or perform a contract. You may contact your local data protection authority. Our representative in the European Union is Instant EU GDPR Representative Ltd, Office 2, 12A Lower Main Street, Lucan, Co. Dublin, K78 X5P8, Ireland. Our representative in the United Kingdom is GDPRLocal Ltd., 1st Floor Front Suite, 27-29 North Street, Brighton, England BN1 1EB. You can contact either at contact@gdprlocal.com, submit a request through darkhorseemergency.gdprlocal.com/eu (EU) or darkhorseemergency.gdprlocal.com/uk (UK), or email privacy@darkhorseemergency.com.
To make a request, email privacy@darkhorseemergency.com. We will confirm your identity, usually by replying to the email address on file, and respond within the time allowed by law (30 days under PIPEDA, 45 days under Alberta PIPA), and sooner where we can.
14. Emails from us
Every marketing email we send includes an unsubscribe link. You can also manage your subscriptions from the email preferences page linked in each email, or write to us. We will still send you messages related to a demo, meeting, contract or support request you started.
15. Children
Our website is meant for professionals in fire, emergency and public services. We do not knowingly collect information from anyone under 16.
16. Other websites and embedded content
Our site links to and embeds content from other services, including YouTube, LinkedIn, Facebook, X and Greenhouse. When you interact with them, those services collect information under their own privacy policies.
17. Changes to this policy
We update this policy when our tools or practices change. We post the new version on this page and change the “Last updated” date. If we make a significant change to how we use personal information, we will tell you on our website or by email before it takes effect.
18. Contact us
Questions, requests or complaints about privacy:
Email: privacy@darkhorseemergency.com
Mail: Privacy Officer, Darkhorse Emergency, 10139 81 Ave NW, Edmonton, AB T6E 1W9, Canada